Advertising and Promotion

Abstract:: The purpose of this course is to lead students in an exploration of fundamental advertising principles and the role advertising plays in the promotional mix. Upon successful completion of this course, students will be able to: distinguish advertising from other types of marketing communication; identify different forms of advertising messages that businesses use to reach their target markets; describe the pros and cons of a variety of data types for market researchers; identify the critical elements of a market analysis; discuss the process of using STP marketing to accurately and effectively focus a firmŐs advertising efforts; create an advertising strategy that employs an appropriate mix of message objectives and methods; construct a media plan; describe the elements of an advertising campaign proposal. (Business Administration 306)

How to Develop Breakthrough Products and Services, Spring 2004

Abstract:: Until recently, development of very novel products or services has largely been a matter of chance and luck. Recent research into the innovation process now makes it possible to develop methods to systematically identify product and service ideas that offer very novel functionality to users. Subject examines both research findings on idea generation processes and related practical concept development methods. First-term half subject. To prosper, firms must develop major product and service innovations. Often, though, they don't know how. Recent research into the innovation process has made it possible to develop "breakthroughs" systematically. 15.356 presents several practical concept development methods, such as the "Lead User Method," where manufacturers learn from innovative customers. Expert guest speakers present case studies that show the "art" required to implement a concept development method. 15.356 is a half-term subject.

Abstract:: Provides an overview of the major areas in marketing. Introduces the concept of marketing as a means of creating value for consumers. Emphasis placed on understanding consumer needs and behavior. Coverage includes the major tools of the marketing mix: segmentation and positioning, product development and branding, channels of distribution, pricing, advertising, and communication strategies. Lectures, cases, guest speakers, and a computer simulation. Not open to Sloan graduate students. This course is an introduction to marketing: the study or practice of providing goods or services that satisfy human desires. To illustrate and discuss marketing concepts, we will read articles from scientific journals, chapters from marketing textbooks, newspaper clippings, and selections from popular literature. We will also use case studies to illustrate marketing principles and to apply marketing concepts to the real world. These case studies will involve a wide variety of products, including flowers, computer software, power tools, watches, and even contact lenses for chickens (seriously).

Abstract:: The purpose of this course is to: Introduce you to key marketing ideas and phenomena. Develop your skills in marketing analysis and planning. Provide you with a forum (both written and oral) for presenting and defending your own recommendations and critically examining and discussing those of others.Emphasis is on theory and practice that draws on market research, competitive analysis, and marketing science.